Karma Central is the website set up to promote buying tickets online, it is humorous and lighthearted, so users that find it are engaged to read what is on screen. The thing that concerns me is the marketing of the website, which requires users to actively search for it. Traditional marketing suggests that the website integrates their outdoor campaign and complements it, but if we look at the underlying strategy, the reason for advertising is to promote ticket sales, particularly online and this needs to be considered.
If consumers are going to purchase more tickets then there needs to be more online presence, more conversations, blogging & general availability to the public. Julian Cole from The Population is a great example of strategist that implements media strategy and starts these online conversations. He actually met with Connex to improve their online strategy & I am told great things will come of it.
Segment the market and high volume internet users are the most likely to purchase tickets online and hence the most valuable to justify the cost of the website. With this being said, I am surprised that the aforementioned internet presence has not been higher, surely leveraging influential bloggers and offering some sort of pull demand promotional tactic would have launched the marketing push to a whole new level of success.
Josh Strawczynski's Opinion
I think the advertising company has focused too much on the creative side of things and neglected the actual strategy. There is no real drive to the campaign, no 'next obvious step' for consumers to take.
Sam Berringer's Opinion
I like the outdoor ads, funny, make you think. If they can get 5% of fare evaders to purchase a ticket then they will make plenty. I also read on The Power Out blog a good point, that a Karma campaign may be offensive to some religions, not that Metlink would care.
You can see all the ads at www.coloribis.com
Posts
